Essays about: "Business-to-Business brands"

Showing result 1 - 5 of 15 essays containing the words Business-to-Business brands.

  1. 1. The different roles of a brand for purchasing reused materials in B2B

    University essay from Göteborgs universitet/Graduate School

    Author : Lisa Jodlovsky; Hanadi Secerovic; [2021-07-02]
    Keywords : Brands; business-to-business B2B ; circular economy; purchasing; reused materials; circular branding; construction industry;

    Abstract : MSc in Marketing and Consumption.... READ MORE

  2. 2. Business-to-signature-story-to-Business

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Erik Andrén; Therese Hermelin; Akankshya Mishra; [2021]
    Keywords : Explore; Signature stories; Business-to-Business brands; Storytelling; Intriguing; Authentic; Involving; Strategic Message.; Business and Economics;

    Abstract : Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. READ MORE

  3. 3. IT ALL STARTS FROM WITHIN : A multi-case study on internal branding

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Pauline Thurfjell; Johanna Bjärevall; [2018]
    Keywords : Internal Branding; Internal Communication; Living the Brand; Brand Commitment;

    Abstract : Branding is a widely researched and discussed area, but the focus tends to be aimed towards business-to-consumer (B2C) companies rather than business-to-business settings (B2B). Brands per se used to be seen as the visuals belonging to an organization, but there has been a shift in meanings and it now includes perceptions and recognition of a brand - both internally and externally. READ MORE

  4. 4. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sebastian Zierke; Chris Young; [2017]
    Keywords : Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

    Abstract : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. READ MORE

  5. 5. Servitization Challenges : exploring the business-to-consumer context

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Jonas Broström; Jon Halvarsson; [2016]
    Keywords : Servitization; Service-Dominant Logic; Business-to-Consumer; Automobile sales;

    Abstract : Many firms are transitioning from being a classic goods-focused company to becoming asolutions provider, a phenomenon called servitization. Evolving towards a service focusentails several challenges that need to be addressed in order to benefit from the opportunitiesthat servitization entails. READ MORE